Whether strapping skins on his skis for an off-piste adventure or chatting with customers at his wine shop “Le Caveau de Bacchus” on Gstaad’s Promenade, Scheufele’s love for the region is evident. But with only 24 hours in a day, how does the Co-President of Chopard find time to run one of the world’s leading watch and jewellery manufacturers while pursuing his passions of winemaking, rally racing, and mountain sports? GSTAADLIFE’s Editor in Chief Alexis Munier sat down with Scheufele in his Lauenen Chalet to find out.

GSTAADLIFE: You’re originally German, but have lived in French-speaking Switzerland since your teenage years. Where do you feel most at home?

Karl-Friedrich Scheufele: When my family took over Chopard fifty years ago, in the beginning my parents and my sister remained in Pforzheim while I went to boarding school in Geneva. At the International School of Geneva, I was at first a bit lost. There I was, a small-town Black Forest boy of 15, now submersed in a totally different environment. My best friend was Ethiopian; my schoolmates hailed from countries far and wide. Speaking German, French and English on a daily basis, I felt, for the first time, part of a completely international group.

Since that time I’ve called Geneva my home. I received Swiss citizenship when I was 25 years old, and while I can say that today I feel very Swiss, there is still a bit of German in me that shines through.


GL: How long have you been coming to Gstaad?

KFS: In 1987 my parents discovered the little village of Lauenen, where I remember spending holidays and long weekends as a young man. It was a chance to spend quality time together as a family – exploring the mountains and relaxing in the peaceful atmosphere.

Now, from our chalet further up the mountain, we relish an incredible 180° panoramic view reaching from the Wildhorn to the Wispile. It is one of my favourite places on earth to enjoy a glass of wine after a long day outdoors.


GL: What do you love about the Saanenland? How do you feel here?

KFS: I feel at home here. In winter, my sport of choice is ski touring, which lets me discover the area from a unique perspective. There are so many gratifying moments and I really feel like being part of the incomparable nature. The region offers incredible landscapes, sights and excursions, in addition to cultural and social activities.


GL: Did you study watchmaking in order to follow in your father’s footsteps?

KFS: I did an apprenticeship in jewellery-making and my passion for watchmaking really came afterwards. Chopard is one of the few houses well-established in both fields. We practice no less than 30 crafts in-house and due to our fully vertical integration, are able to produce about 80.000 watches and 60.000 pieces of jewellery a year. Our jewellery ranges from ‘everyday’ to high jewellery, including some very important pieces. Today this side of Chopard is my sister Caroline’s passion and falls under her responsibility.


GL: Speaking of responsibility, Chopard is family-owned and operated, with your father serving as Chairman and you and your sister Caroline serving as Co-President. Is there any sibling rivalry?

KFS: My sister and I joined the management team in the early 80’s. We are a family firm in the true sense of the word. Now, Caroline and I share responsibilities for the entire group, while our father, our Chairman, remains also active in the daily business. Because we each have individual sectors to manage as well, rivalry is absolutely not an issue. We respect and value each other’s opinions and all important strategic decisions are taken together.


GL: What inspired your love for vintage cars?

KFS: My passion for cars was transmitted to me by my father, who is also a car enthusiast. He passed this interest onto me and today we share a collection of classic automobiles. He’s more into the comfortable models while I have a flair for sportier cars. Either you drive your old-timers or you take them to a Concours d’Elegance?… I don’t have the patience for these types of events. I like to actually use the cars in rallies and other occasions.


GL: How did Chopard become involved in the Mille Miglia rally?

KFS: In 1987, I went to Italy to discover the Mille Miglia. I was impressed and realized that this would be a great opportunity to naturally combine classic racing with watches. After meeting the organiser, in 1988 Chopard became the official sponsor of the race for the fist time. Ever since my first participation in the Mille Miglia 25 years ago, I have been captivated by the unique atmosphere of the event. This year, I’ll be driving a Porsche from the Porsche Museum, which they’ve entrusted to me – up to now I’ve always brought the cars back in one piece. It’s the 550 Spyder, the “James Dean” model.

Every year Chopard launches a new collector’s series in our Mille Miglia line, which is highly anticipated not only by the participants of the rally but also by classic car aficionados. Who knows, there could be a Menuhin line in the future – I wouldn’t exclude that possibility.


GL: What is your favourite car in the collection?

KFS: I love all of them; it’s like asking which child is your favourite. I adore the Mini Cooper 1968, half the size of the ones they make today. I also love my pre-war Bentley from 1929 which is a real challenge to drive!


GL: In addition to cars, you also enjoy wine? Was this also a love passed on from your father?

KFS: The wine passion slipped in through the back door. Already at age 20 my grandfather would take me down to his cellar and let me choose the wine we’d drink together. I always loved this ceremony; it was a very special moment for me. I started to discover Swiss wines then branched out to France and further beyond. A friend and I then opened a wine shop, which has now grown into Le Caveau de Bacchus in Gstaad and Geneva. We have a small wholesale company as well.

Most recently I acquired a winery near Bergerac, France, Château Monestier La Tour and the great thing about it is that it’s also a place to holiday in the summer. The estate with its vast park and a large variety of trees offers remarkable scenery, with nothing but nature and the surrounding countryside. Our red wine is a blend of three different grape varieties – Merlot, Cabernet franc and Malbec. The white wines consist of mainly Sauvignon, some Sémillon and Muscadelle. It’s like an apprenticeship for me – I learn so much about wine production and agriculture each time I’m there.


GL: Tell us how Chopard’s famous LUC movement started.

KFS: We thought it would be a good idea to re-launch a movement production of our own. We had an assembly of watch movements until the 80’s, but then closed it down. In order to be more authentic and add credibility to the Chopard name, we re-launched a complete in-house production of movements, which became the Chopard Manufacture. It was a tremendous effort, and it all had to be created from scratch. Today it is a highly regarded manufacturing site employing 200 people in Fleurier, the canton of Neuchatel. This project added a great deal of independence to our Group.


GL: Chopard has recently become one of the Menuhin Festival’s biggest sponsors. How did that come about?

KFS: It’s Chopard’s first year back as a sponsor after a break since 2003. This partnership underlines the strong ties between the Scheufele Family and the Saanenland, a region we all cherish. It unites the passion for beautiful music and nature, which makes this festival so unique.


GL: Are you a big fan of classical music? Do you play any instruments?

KFS: Yes, for example I am a big fan of Bach, but also love Mozart and Beethoven, and in particular violin music. Unfortunately I have zero musical talent. My grandfather played the violin, though. It’s interesting, his father sent him on a ship to New York when he was a young man. He said, “Go to the States and learn English, and don’t come back before a year is up.” So before studying to be a watchmaker, my grandfather travelled and wrote articles for the local newspaper in Pforzheim. In order to buy a car, he played the violin for tips in restaurants. While I don’t play an instrument, I do draw and paint – it’s another passion of mine. My biggest problem is that I have too many interests, or at least that’s what my wife tells me!

GL: With more than 140 boutiques and over 1500 points of sale around the globe, you must do a lot of travelling.

KFS: I do travel a lot for business, yes. While I like to discover new places and rediscover old favourites, I can honestly say, today travelling is not so much fun anymore. However, there is no substitution for it, when it comes to first hand experiences, market research and discoveries. You always learn a lot when personally visiting other places!


GL: Today one doesn’t need a watch to tell time – there are clocks in cars, on cell phones and computers. Why wear one?

KFS: The time telling aspect of a watch is probably secondary today. Mechanical watches were invented more than 500 years ago. They went through several stages, from clocks to pocket watches to wristwatches, and technology as well as precision has constantly improved since then. Classic, especially mechanical, timepieces survived over generations, being handed down from father to son and always cherished by their owners. Electronic gadgets will never become collector items!

Additionally, a watch is also a piece of jewellery. It makes a statement about the one who wears it, his style, character and social status. Some complicated watches are also considered works of art.


GL: What makes a Chopard different?

KFS: What’s special is the family aspect of our company – the fact that we personally represent the brand, stand behind it and are still involved on a daily basis. In our production, we feature a big vertical integration and attach a lot of value to the heritage of craftsmanship. Last but not least, our creations are the expression of our passion for excellence.


GL: What about the next generation of Scheufeles to run Chopard?

KFS: We have three children, but it is too early to tell if they are capable of managing the company. They are all very interested, but time will tell?…